1. THEORIES OF FASHION MOVEMENT CHAPTER 5 DISCUSSION

2. TRICKLE DOWN, UP, ACROSS Trickle down Movement of fashion starts at the top With high socio-economic status Oldest theory Most accepted

3. THEORIES, CONT’D Trickle up theory Starts with consumers on lower income levels Moves to consumers with higher incomes Includes younger consumers Includes Athletic apparel style Hair style Punk style

4. THEORIES, FINISHED Trickle across New designs are produced at all price levels Produced all at the same time Quality and lines may vary Acceptance of fashion begins at several levels at the same time Each group has a leader that influences group This is a 21 st century theory because of technology

5. EXAMPLES TO DISCUSS TRICKLE DOWN, UP, OR ACROSS? 1.As more people begin to wear certain fashion, those at the top become less interested in fashions and look for something new 2.There are fashion leaders in all socioeconomic groups 3.Street fashion moved to the top end of the market 4.As fashion becomes popular it is accepted by people on the high income levels 5.Fashion acceptance starts among several socioeconomic groups at the same time 6.This is the oldest and most accepted theory of fashion change

6. FINISH DISCUSSION 7. The movement of fashion starts at the top with a select few of higher social status, and then moves down to the general population 8. Fashion is set by consumers on lower income levels or the young 9. Designer fashions can be copied quickly and easily making them available for all socioeconomic groups Down-1,6,7 up 3,4,8 across 2,5,9

7. FASHION CYCLE —GRAPHIC--SEE PUBLIC/ISOM/FASHION Introduction – designs first previewed during fashion weeks Limited number of people accept them Fashion leaders wear the styles Prices are high and produced in small quantities Rise stage – manufacturers copy the clothes Fashion becomes accepted by more people Peak stage – fashion is the most popular here, mass produced, many versions offered. Simple changes might be made to keep it in the peak stage. Decline – customers grow tired of fashion, demand decreases, price goes down Obsolescence stage – consumers no longer interested, price is low, new looks begin signaling a new cycle

8. ASSIGNMENTS Type vocab chapter 5 www.marketingseries.glencoe.com Do the designer sentence poster Brainstorm your product line Type of business (sole proprietorship, partnership, etc.) Location Name of business Target customer